Attention to detail

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26 October 2016

Episode 263

30 minutes

Photo: Thomas Ekström

Acclaimed social scientist Dr Robert Cialdini knows all about persuasion and influence. He talks about his new bestseller ‘Pre-Suasion’, which reveals how the world’s best persuaders succeed based on what they do before they deliver their message. Plus: boot-makers in Norway, an Australian dog-walking company with a difference and the former Swiss diplomat running a boutique hotel in Kosovo that’s challenging ethnic stereotypes.

Robert Cialdini on ‘Pre-suasion’

In 1984, Dr Robert Cialdini wrote ‘Influence’, the classic book on the art of persuasion. He’s now considered the world’s leading social scientist in the field of influence. Dr Cialdini’s just released a follow-up book on what he calls ‘pre-suasion’: the idea that the world’s best persuaders succeed based on what they do before they deliver their message. He gives us a crash course.

Australian dog walking

When Melbourne-based entrepreneur Tom Lillecrapp decided to start a dog-walking company in 2013, he envisioned more than strolling around the suburbs in a tangle of leads. He wanted to take his customers’ pooches on fully fledged adventures. He explains to Monocle’s Adrian Craddock how his company, Tom and Captain, has become a huge success.

Kosovo hospitality

Kosovo isn’t, perhaps, the most obvious tourist hotspot. But now it has a destination hotel: The Hotel Gracanica. A former Swiss diplomat started the venture with two of his friends from Kosovo’s Roma ethnic minority. As Monocle’s Guy De Launey discovers, the hotel is overcoming longstanding mutual suspicions by staffing the hotel with members of all Kosovo’s ethnic groups.

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